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. Project on Amul[1]

. Project on Amul[1]

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Published by xynm
amul report
amul report

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Published by: xynm on Nov 18, 2010
Copyright:Attribution Non-commercial

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09/22/2012

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Acknowledgement
Summer Internship is an opportunity for an MBA student to expose himself towards the practical facet, environment & cultural organizational dynamics of anorganizational. It is a medium through which we get a chance to implementpractically, the theoretical input gained in classroom.It requires a lot of guidance & cooperation of people we are working with for thesuccessful completion of the project .For that purpose I would like to express myprofound gratitude to my project guide Mr. B.R Mukharjee (Marketing Head) &Mr. Manoj Kumar without whose able guidance it was impossible to finish thisproject on time.Last but not the least it was the blessing of my elders & support of my friends,which kept me motivated through, out the project.SincerelyShravan Kumar Pandey
 
 
 
Preface
My research was on flavor milk. my work was to find out brandawareness,market share and how AMUL should be promote the product. Really Iam very thankful to Mr. Manoj Kumar who guides us very well. I learnt so manythinks to him. He is very cooperative and nice person. I did our project throughQuestionnaire which is attachedwith the project report. We took few parameters to do project they are
Awareness
Availability
Price
Promotion strategy
Competitor and their strategy
Finding out new market or consumer base for product 
 
 
About Organization
Formally known as GCMMF, AMUL means “priceless” in Sanskrit. The brandname “AMUL” from the Sanskrit “Amoolya,” was suggested by a quality controlexpert in Anand. Amul products have been in use in millions of homes since1946. Amul butter, Amul milk powder, Amul ghee, Amul spray, Amul cheese,Amul chocolates, Amul Shrikhand, Amul ice cream, Nutramul, Amul milk, AmulFLV and Amulya have made Amul a leading food brand in India. Today Amul is asymbol of many things… of high quality products sold at reasonable prices… of the genesis of a vast cooperative networkof the triumph of indigenoustechnology… of the marketing savvy of a farmer’s organization… and of a provenmodel for dairy development.50 years after it was first launched, Amul sales figures have jumped from1000 tons a year in 1966 to over 25000 tons a year in 1997 and sales figure of rupees 11140 millions in 1994-95 to rupees 23365 millions in 2001-02. No other brand comes even close to it. It was all because a thumb sized girl climbed on tothe hoardings and put a spell on the masses.For thirty odd years the Utterly Butterly girl has managed to keep her fanfollowing intact. So mush so that the ads are now ready to enter the GuinnessBook of World Records for being the longest running campaign ever. The

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